Brand USA claims success in UK

21 August 2012

The new tourism marketing body for the United States of America, Brand USA, has announced a successful start to their campaign in the UK.

The campaign, created in partnership with ad agency JWT, launched in the UK on 1st May and includes television commercials; digital, billboard, out of home and trade print advertisements; as well as a robust online and social media.

The first phase of the campaign lasted for three months, during which UK spend amounted to over £2.3 million and according to Brand USA, preliminary results indicate strong upward trends in intent to visit the USA.

In the United Kingdom, the percentage of those who intend to visit the United States of America has grown 14% in the months since the launch.
Consumer sentiment is also trending positive and, in the UK, the USA is now being described as ‘energetic’ and ‘has something for everyone’; is ‘optimistic’; and ‘a place with limitless possibilities.’

Since the 23rd April launch of DiscoverAmerica.com, there have been 2 million page views globally and more than 14,000 downloads of the campaign song, “Land of Dreams”, sung by Rosanne Cash.

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In addition, there have been more than 620,000 views of our DiscoverAmerica YouTube Channel content, with 36,690 UK fans on Facebook.

The campaign showcases the diversity of experiences available in the United States of America in a fresh and unexpected light, inviting visitors to “Discover this land, like never before.”

The new consumer website features 250 inspiring travel ideas, highlights of U.S. destinations, plus essential information travellers need to know.

Jay Gray, Vice President of Business Development, Brand USA, said: “We are extremely pleased how the campaign has run to date, and with the results so far.
“We are committed in our activities to the UK market, the largest overseas visitor market to America, and very much look forward to developing further initiatives that will reach both the trade and the consumer directly.”

The United Kingdom is the United States’ largest overseas market for international inbound travel (Canada and Mexico are the largest international markets to the USA). Of the 62 million international visitors to the United States in 2011, 3.84 million visitors were from the United Kingdom.